From April 15, the first phase of the 135th Canton Fair was held in Guangzhou. As the "old face" of the Canton Fair, China's home appliance enterprises have grown rapidly from relying on OEM production to now compete with international brands with high-end products and personal services, which can be described as the best portrayal of China's manufacturing towards "new".
The reporter visited and found that a number of household appliance companies appeared on the booths of ordinary and unusual landscapes. The common thing is that, as in the previous sessions, the wind of environmental protection and intelligence has blown almost every corner of the Canton Fair home appliance exhibition area, and the exhibitors have all put the most energy-saving and most scientific and technological products in the "C position";
Traditional categories seek "new"
Meet diversified needs and understand the market better
For the home appliance exhibitors at the Canton Fair, the era of "one product sold globally" has passed. At Midea's booth, products with similar functions have completely different innovative ideas. The reporter saw that on the left is the one-to-two refrigeration scheme developed for the African market with complex voltage and environment, and on the right is the air-conditioning products developed by countries and regions facing the desert climate.
Zhang Yunyi, director of the overseas marketing and marketing department of Midea household air conditioner, introduced that the public power grid capacity of some Middle East and African countries is insufficient, and the residential community is accustomed to using generators to supplement power supply, and their products allow the air conditioner to operate safely and smoothly in the case of voltage changes, and at the same time, only need to buy an air conditioner connected to the divergent device, which can meet the refrigeration of the living room and room at the same time, which is more cost-effective; 。
To fight the tough battle of the international market, orders are the fundamental driver, and home appliance companies must also become "hexagonal warriors". In front of the heat pump solution and home energy management system for the European market, Zhang Yunyi said frankly: "Most companies either do not only do energy storage, or only do heat pumps. Our competitive advantage lies in the vertical integration of upstream and downstream, and we have accumulated a lot of relevant knowledge and experience, which can bring more diverse solutions to customers and realize intelligent control of the entire system. ”
Display picture quality has become a competitive factor for domestic TV companies to go overseas. In the Hisense exhibition area,110Inch large-screen TVS"eye-catching"Countless eyes。 Bi Qiang, assistant vice president of Hisense International Marketing Company, said,At present, the most important trend in the global TV market,It is the increase in average size,Towards large screen,Hisense through the innovation of picture quality technology,Make the display quality of large-screen TV better,It has been at the leading level in the international market。
"The screen size is large, unlike when the size is small, users can install it by themselves, so enterprises have to build a very complete after-sales service network, and it is much more difficult to provide services abroad than in China. Bi Qiang introduced,Hisense not only realizes the global layout of marketing and service network,It is also necessary to connect with foreign mainstream content and services,"In European countries,There are some users who have a higher pursuit of TV picture quality,Will specially ask professional service agencies to adjust the display data of TV,To achieve the best display effect,This requires our hardware products to be adapted to their software。 ”
"New" on small appliances
Grab orders rely on innovation, not on cost performance
Since its establishment 26 years ago, Ecovacs, a cleaning home appliance company, has participated in the Canton Fair every year, and has gradually transformed from a small enterprise doing OEM for foreign vacuum cleaner brands to a "leader" in the sweeping robot industry. Talking about competitive advantages, Ma Xianbin, public relations director of Ecovacs Robotics, said proudly that domestic brands have obvious technical advantages in sweeping robots, "foreign brands are still researching all-round base stations, and we have begun to do technologies such as fully embedded radar, end-side large models, and stepless hovering wipes." The domestic market demand changes greatly, and our technology update speed is fast enough, and the technical reserve is enough, which will also help us expand to the global market."
For a long time, many of China's traditional home appliances have often relied on cost-effectiveness to win in overseas markets. In this regard, Ma Xianbin believes: "On the global track of sweeping robots, we have obvious advantages in product definition and technical reserves, and we also have complete industrial facilities in Suzhou, so its going to sea is different from the inherent route of cost-effective." The real cost performance is that a good product is worth that money, and overseas consumers will also be willing to pay for the competitiveness of the product. ”
Like Ecovacs, Yueli Group Co., Ltd., a personal care home appliance company from Cixi, Zhejiang, has also benefited from the advantages of the industrial chain. Li Lizhong, director of the marketing center, emphasized that whether it is the popularity of Cixi air fryer overseas in the past few years, or the increase in the export scale of Cixi heater products during the European energy crisis in the past few years, it is inseparable from the development of the entire industrial cluster, "Our Cixi small household appliances are popular abroad, not by a factory, an assembly line, or a certain product, but by the comprehensive advantages of the industrial chain."
The reporter saw at the Yueli booth that personal care appliances such as hot air combs, hair straighteners, and curling irons were matched with complete sets, which not only realized the matching of functions and scenes, but also achieved harmony and unity in appearance and color. Li Lizhong introduced, their current strategy, is to expand ODM business, and rely on a complete set of product series to attract customers, enhance the added value of unit products, "the appearance, size and internal structure of these products, etc., are determined by our cooperation with Hangzhou's industrial design company, we have also cooperated with some foreign design companies, but the communication efficiency is not high, and domestic design companies can communicate with us face to face product details every week, timely landing plan."
Text | Reporter Huang Ting
Figure | Reporter Zhong Zhenbin, Liu Chang, Yan Jincheng
Editor: Ding Ling